How to Convert Leads into Customers

So how do we convert Leads to Customers? We need to listen and watch for what’s most important to them…So we can then give them what they want. “Helping customers achieve their goals is good for business.”

Once we know what they want, we need to establish their level of motivation. There are two main forces that motivate people:

the desire to avoid pain

the desire to gain pleasure

If for example, if you wanted to attract prospective students. They are thinking about doing the extra study for a reason; they want to change their life for the better by:

Getting a job

Promotion

Building a career

But the key thing to remember is that a lead needs to take action in order to become a customer, so you need to remind them why a change has to be a “Must” not a “Should”, in order for them to achieve their goals e.g. that job/promotion/career.

The Power of Leverage

To make change a “Must” instead of a “Should”, we need to access the Power of Leverage. To access leverage we need to associate massive pain to not changing now, and a massive pleasure to changing immediately.

Pain – short term motivation
Pleasure – long term motivation

There are 3 simple steps to access the Power of leverage:

Step 1 – Listen & Watch

Step 2 – Ask & Associate

Step 3 – Check

Step 1 – Listen & Watch
What’s most important to them, What are their beliefs in life? What’s something that motivates them toward pleasure and away from pain?

Learn how they make decisions & what’s important in their world, e.g. making a better life for their family & being a good role model. You can do this via surveys, social listening, speaking to them, i.e. open days.

Questions that demonstrate inconsistency with what’s important to them: how does not pursuing this qualification help you further your career/improve the quality of life for your family?

Pleasure associating questions: if you change this now, how will your life be?

Step 3 – Check

Ask questions to make sure they are emotionally associated to the massive, immediate pain of not changing, and the massive, immediate pleasure of changing now.

If it’s not clear go back to step 1 & 2.

Remember Customers want to get from A-Z

E.g. Graduates -> better job/promotion/career/life

When you start to associate your business & brand with the pleasure they get from the results produced(i.e. graduating and getting that job/promotion etc.) as they arrive at milestones between A-Z it will keep the association strong & motivation high. A great example is Red Bull:

They have built their brand & that association (of the pleasure they get from results) in our collective minds by telling stories of people who exemplify the message they want to convey. e.g. the people below & next are already achieving results.